The aroma of mulled wine is being used to lure visitors to Lincoln over the Christmas period. The festive smell can be enjoyed by everyone who picks up a copy of the Christmas edition of Welcome to Lincoln.
The guide has been produced jointly by Visit Lincolnshire, Lincoln Business Improvement Group, Tastes of Lincolnshire, KM Media and Precision Colour Printing.
The front cover is made from a special scratch-off latex that captures the scent, which gets stronger the more it is rubbed.
Emma Tatlow deputy chief executive and head of marketing at Visit Lincolnshire, said: “We wanted to produce a stand-out publication that is informative, but also a bit quirky.
The guide features information about festive events and shopping that residents and visitors can enjoy in the city over the winter season.
More than 20,000 scented copies of the guide have been produced and are being distributed to accommodation providers, shops and eateries around the city. A further 10,000 copies were also inserted into Lincolnshire Life magazine, an in-county publication.
